Unless you are an experienced Cinematographer, you most likely won’t have any credentials to rely on when you're making a video. The truth is most people who make web videos themselves have little or no experience in video production, and have not practiced the techniques needed. If you aren’t a professional filmmaker, it is easy to make some mistakes that will cost you your audience and your reputation. However, even if this is the case, there is hope. Making an internet marketing video is not as complex as filming a big movie, and most people can make a great video once they understand the basics of video production.
When you're making a video, you need to remember a few guidelines to be sure of a beautiful outcome. After all, how you present something is how the viewer will respond to it. So basically, the delivery of your video counts and determines the success your video has online. It doesn't matter how epic and life-changing your video content is, if you don’t convey the information the right way for the audience, most viewers will not watch the video past a few seconds. When shooting your video, don’t forget that the end platform or selected distribution channel will have some requirements or specifications. Platforms online have specific parameters they would like media uploaded and displayed at, which can differ quite often to the native or raw formats of the camera files.
If you have never created a marketing video, then it is great to learn how to capture attention and connect to your audience using a message through your video. You want to make sure that the style you are delivering is a good match with your viewer. Good style, thoughtful direction, and production value can greatly affect how well your video is perceived. Now that everything has gone much higher resolution, you will be able to see a lot more detail than was possible in the earlier internet days. Remember, video online used to be 320 x 240 pixels, which is actually quite small. Nowadays you can find 720p and 1080p widespread throughout the internet, and in some cases, 4k is even being applied and adopted.
There are a couple of basic concepts you are going to want to remember as you are starting to film. Make sure not to use certain camera movements to distract your viewer, as well as some colors and patterns that can negatively affect post-production if not used correctly. Wearing the color green is also something to avoid as it can disrupt or alter the other colors in the frame. It is also best to stay away from too much detail in clothing patterns, such as too many stripes or lines. Extra detail will usually come across as distracting when it is streamed over the Internet. Also, avoid moving the camera around frequently, a steady shot is the easiest for the viewer to watch and remember.
The reason for these guidelines is the less un-necessary movement or distraction in your video, the more likely your viewers will watch all the way through and remember the message. If the camera is moving around frequently, the viewer will have quite an unpleasant watching experience. Making sure that your shots are steady will help drastically improve the quality of your video. If you are filming a person, it is a good idea to make sure they do not move from side-to-side when a static shot is necessary or wiggle around too much in the camera frame.
To make sure your video looks as professional as possible, be sure to stay away from the high-contrast lighting, harsh shadows, and places where there is too much available light. This will usually come across as amateur, hard to edit, or undesirable to the viewer. A good marketing video will look balanced, clean, and professional. To get the best quality video, it is also a good idea to invest in a decent tripod. If you use a tripod you are going to be able to capture shots that are perfectly still, and if you need to move the camera, you can make the movement smooth and direct. Most importantly, you must keep the camera and lens in focus.
Although a lot of people rely on autofocus for focused shots on their camera, this is not always a good idea. Even though there is a lot of camera's that don’t allow you to focus the lens manually, it is best to try to find a camera that will allow you to do this. By adjusting the focus on the lens manually, you will have much more control over the quality of your video, and you also probably won't have to worry about the shot going out of focus because of a car driving past the lens.
We hope you found these video production tips useful. Stay tuned for another post coming up, regarding editing and post-production workflow.